Mobile Marketing encompasses all those activitiesto connect and enagage with the consumer via their personal cellular (or mobile) devices and networks, either to send a simple marketing message, to introduce them to a new audience participation-based campaign or to allow them to visit a mobile website. Mobile devices include smartphones, cellphone, PDAs, media devices, tablet and other handheld devices.

Advantages of Mobile Marketing

Accessibility: Mobile phones are kept with users more than 90% of the time, while the laptop is only active for less than 10h/day. It means that mobile marketing give business owners and marketers more access to audience at anywhere and anytime instead of having to wait until consumers log on to the internet with a computer. Furthermore, mobile marketing campaign can easily go viral through social networks, content forwarded through mobile devices, so a mobile marketing campaign can extend much further potential customers.

Interaction and immediacy: Unlike other communications vehicles that are stationary and heavily presentation-oriented, mobile marketing is actionable, time sensitive, on the go, that allows brands to always be in touch with their audience, interact with their consumers in the closest proximity to user intent and action. First, with a shorter attention span than computer users, mobile users expect immediacy of finding information and contact, high relevance of content and ease of making a quick decision. Second, mobile advertising messages can be delivered to recipients within seconds through a variety of methods with two-way interaction, customers can quickly make their decision, order a purchase and respond real-time feedback . Fast read times, clear and actionable call-to-action button, less distractions from other sources comprise a great platform for high interaction and conversion rate.

Low cost and hight ROI: Mobile marketing offers a low-cost marketing methods with regard to other tradition media, as measured by possible brand touches and interaction with customers. The cost-per-click, cost-per-conversion for mobile campaigns is not only much lower than existing marketing solutions, it also tends to be a stronger setup for future engagement possibilities. The low cost, direct path and high attention rate achieved via mobile marketing sees increased revenues and a ROI for businesses.

Easily measurable and effective. Mobile marketing allows business owners and marketers to track the mobile marketing campaign’s effects and ROI in an almost instant way. With the full information and valuable data including ad impressions, unique visitors, page views, user's action and user flow, mobile marketers can easily change advertising messages, choose the best resources to invest, optimize marketing campaign.